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Brand Guide


First Reliance Brand Guidelines


Table of Contents Overview .......................................................................... 04 Our Story ........................................................................ 05 Vision ................................................................................. 06 Purpose ............................................................................. 06 Our Target Audience ............................................... 07 Customer Value Promise ....................................... 08 Our Product Lines .................................................... 09 Brand Essence .............................................................. 10 Brand Personality .................................................... 12 Brand Tone .................................................................... 13 Brand Position ........................................................... 14


The Dirt Devil Brand Overview A brand is the emotional and psychological relationship you have with your customers. Every good brand has a story. A story helps us understand where we came from, and where we’re going. It is the way we differentiate ourselves from our peers. Our story helps to put us all on the same page, and helps us paint a consistent picture of ourselves.

Our brand is more than our name or logo. It’s the way we look, act, and speak. Our brand is the essence of this institution. It explains what we’re all about. When we live up to our brand, everyone we reach out to—potential and current customers, local businesses, family, friends and our community—has a clear picture of who we are and what we stand for. Better yet, they feel as if they can connect with us.

How do I use this document? Brand is more than a set of rules. It’s a thought process. Which means that when you execute a brand, there is a reason behind every visual or verbal decision you make. This document is the foundation you need to begin to make those decisions. It reflects the thought process that went into creating the brand and provides guidelines for making it work. Remember, guidelines are flexible. So use your best judgment as you bring the Dirt Devil brand to life.

04


Our Story Every good brand has a story. A story is the way we differentiate ourselves from our peers. It also helps to put us all on the same page. So that we’re painting a consistent picture of ourselves. So that who we say we are, really is who we are.

Our Story The story of Dirt Devil begins not with the brand as it’s known today but rather with one man in his backyard garage in Cleveland, OH. In 1904, P.A. Geier began building vacuum cleaners by hand, which lead to the creation of the P.A. Geier Company. He named their first products Royal, and after early success eventually moved the company from his garage into a nearby four-story building. The Royal vacuum brand became increasingly popular, leading to a change of the company name to Royal Appliance Manufacturing in 1953, when the Walter E. Scott Organization purchased it. However, less than a year later, the company was dissolved. Knowing the value of the company, it was quickly purchased by a group of employees in 1954, lead by Stan Erbor. Under his command, the company thrived and moved in 1969 from Cleveland to Highland Heights, OH. Dirt Devil as a brand was derived from the overwhelming popularity of a line of hand vacuums released by Royal in 1984 called “Dirt Devils.” The name stuck, and since entering the market, more than 23 million Hand Vacs have been sold. This success gave way for additional products under the Dirt Devil brand name, including carpet shampooers, the upright, canister, and stick vacuums. Today these products are sold in major retailers and online through vacuum cleaner retail websites.

05


Purpose & Vision The purpose of our company is the “why?” It’s the motivation behind everything we do to achieve our vision.

Purpose: To improve our customers’ quality of life by providing products that reduce the amount of time needed for cleaning. Vision:

The vision of our company is “the big picture”. It’s the declaration of our future goals; it’s what we want to accomplish.

06

To become the most recognizable brand of cleaning products for use in and around the home.


Our Target Audience These are the core groups we appeal most to:

TECHNOLOGICALLY

SAVVY

1) Young Bucks (18-25) College students; fixed incomes (working part-time); apartment dwellers; first time vacuum and floor care tool buyers; social activities, and friends are very important; spend average of 32.7 hrs./wk. online. 2) Busy Bees (25-33) Newly married with at least one child; HHI: $50k; at least part-time job; own starter homes; owns at least one pet; trying to balance work and social life; spends more time online than watching TV.

APARTMENT

DWELLERS

FIRST-TIME

VACUUM & FLOOR

CARE TOOL BUYERS SOCIAL ACTIVITIES, ENTERTAINMENT, AND FRIENDS ARE VERY IMPORTANT TO THEM

SPENDS AN AVERAGE

OF 32.7 HRS/WEEK

ONLINE

07


Customer Value Promise This defines the unique value we offer to our customers. It’s why our customers will want to do business with us.

We offer an extensive product line designed to solve the cleaning needs of our customers, a commitment to innovation and quality, and unparalleled customer service.

08


Our Product Lines Customized Products Created with the Lives of Our Loyal Customers In Mind

make hard to reach places much easier to clean. Multi-surface use. No need for attachments. powerful and designed with a variety of attachments. Lightweight construction. Onboard tools and hose. Automatic height adjustment

ideal for quick cleanups. Small messes. Variety of surfaces. Cordless models affords mobility.

steam cleaners

efficient way to clean hard surface floors. Tile, linoleum, vinyl and hardwood. Heats the water in minutes

Small and lightweight. Designed for hard floor surfaces. Hard-to-reach areas. More versatility than heavier units.

09


Brand Essence

Capable. This is the core proposition of everything we do and say. It’s the one word that describes what’s at the heart of who are.

10


Our Signature PrOduct

Largest selling hand-held corded vacuum cleaner in the United States

More than 23 million sold – and counting!


Brand Personality

OUR QUALITIES

Trustworthy Classic Clever Attractive Intelligent Detail-oriented Practical Approachable Passionate Fun 12


Brand Tone Dirt Devil understands consumers are busy. That’s why we design products powerful enough to get the job done right the first time. We are passionate about our accomplishments, but we are never satisfied. We’re always available to hear what you have to say, good or bad. As consumer need evolves, so too will our products. So while you’re busy advancing your career. Busy raising kids and training pets. Or busy just living life. We’ll be there to make sure your home looks good along the way.

13


Brand Position The brand position is a description of who we want to reach, and how we want them to view us.

14

Dirt Devil is dedicated to empowering young adults and early professionals through powerful and timesaving products made for everyday life.


It’s workIng: Dirt Devil has 98% branD recognition The Brand


Dirt Devil Rebranding Guide Book